Boohoo relaunches Dorothy Perkins, Wallis and Burton websites

Boohoo has relaunched websites for Dorothy Perkins, Wallis and Burton just three months after buying them out of administration.

The fast fashion giant has launched new dedicated ecommerce sites for each of the three brands after acquiring their digital assets and intellectual property rights from Arcadia Group in February for £25.2 million.

According to Boohoo, the rapid launch of new ecommerce websites for its newly acquired roster of fashion brands was thanks to long term digital implementation partner Astound Commerce.

Its system is reportedly able to launch new brands and websites in just weeks by using the same core code base as Boohoo’s central platform.

This allows Boohoo, which also acquired department store giant Debenhams for £55 million in January, to rapidly expand its brand roster.

READ MORE: Topshop launches new full collection on Asos as its online transition is completed

“Our business requires us to adapt to the constantly shifting needs of its customers whilst staying competitive in a growing market,” Boohoo’s head of technology, digital, online innovation and marketing Laura McKellar said.

“All too often technology can be the main bottleneck to growth.  Our partnership with Astound has been crucial to our ability to achieve the pace required to keep up with its ever-evolving business needs, as evidenced by the speed and agility with which we have collaboratively launched these three new sites.”

Last week Boohoo appointed the former managing director of Topman, Mitch Hughes, as managing director of its Dorothy Perkins, Wallis and Burton brands.

Hughes said the Boohoo environment and its “forward-thinking attitude is exactly what these historic brands need”.

“My team and I are excited and motivated to crack on and deliver the kind of growth the group shared last week,” he said.

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